中国人寿保险公司营销策略研究

中国人寿保险股份有限公司营销策略研究

摘要

随着社会经济的发展，保险的作用日渐突出。目前，我国的保险业尚处于培育阶段，与国外发达国家相比，我国的保险业还存在很大的差距。寿险业是我国保险业的一个重要组成部分，我国寿险市场的需求潜力巨大，寿险产品在不断向前发展。加入WTO后，我国寿险市场的竞争日趋激烈，各寿险公司在不断努力提升自己的竞争力。目前，我国保险业在经过高速发展的十余年后，已经遭遇了一些瓶颈。出现产品同质化严重，难以满足顾客多样性需求；销售渠道过于单一，客户服务脱节，产品价格偏高，缺乏专业的人才等一系列现象。

本文以中国人寿保险公司为例，通过对中国人寿保险公司的营销策略研究，指出中国人寿保险公司在营销策略上的不足，并积极的提出解决方案，从而提升中国人寿保险公司的竞争力。本文共分为五个部分，第二部分主要介绍保险市场营销理论介绍，第三部分对中国人寿保险公司简介及现有的营销策略；第四部分对中国人寿保险公司的营销策略进行分析，并指出在营销策略上的不足；第五部分是对中国人寿保险公司的营销的不足之处提出积极的意见和建议。

本文力求观点鲜明，言简意赅。由于本人水平有限，难免有取舍不当之处，敬请各位老师批评指正。

关键词:保险营销，中国人寿保险，营销策略

China Life Insurance Company Limited

Marketing Strategy

Abstract

With the development of social economy, the role of insurance out gradually. At present, China's insurance industry is still in the phase of the training, [1] compared with the developed countries, China's insurance industry is still a big gap. Life insurance is the insurance industry in our country is an important part of our country, the demand of life insurance market has great potential, life insurance products in the development. After joining the WTO, China's life insurance market competition is intense with each passing day, the life insurance company in the efforts to continuously upgrade their competitiveness. At present, China's insurance industry after more than 10 years high speed development, has encountered some bottleneck. The product is coessential change serious, difficult to meet customer demand for diversity; sales channels over a single line, customer service, product price is on the high side, lack of professional talents and a series of phenomena.

Taking Chinese life-insurance company as an example, through to the Chinese life-insurance company's marketing strategy research, pointed out that China's life-insurance company in the marketing strategy is insufficient, and positive solutions are proposed, so as to enhance the competitiveness of Chinese life-insurance company. This paper is divided into five parts, the second part mainly introduces the insurance marketing theory is introduced, the third part of the Chinese life-insurance company and the existing marketing strategy; the fourth part of the Chinese life-insurance company's marketing strategy analysis, and pointed out the deficiency in the marketing strategy; fifth part of China life-insurance company's marketing of the shortcomings of the proposed active advice and suggestions.

The article seeks to points clear and concise. Due to my limited ability, it is inevitable that the choice of impropriety, I would urge teachers criticized the correction.

Key words：Insurance marketing ,China Life Insurance, Marketing Strategy